Do Agile Processes Deliver Better ROI Than Integrating New Martech Tools?

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth Episode: Do Agile Processes Deliver Better ROI Than Integrating New Martech Tools? Release Date: June 24, 2025 Host: Benjamin Shapiro Guest: Greg Kilstrom, Principal at The Agile Brand and Host of the Agile Brand Podcast

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Introduction

In this insightful episode of the MarTech Podcast™, host Benjamin Shapiro engages with Greg Kilstrom, the principal of The Agile Brand and the host of the Agile Brand Podcast. The conversation centers around the critical question: Do Agile processes deliver better ROI than integrating new Martech tools? This discussion is particularly valuable for marketing leaders seeking to optimize their technology stacks and operational methodologies for enhanced business growth.

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Agile Processes vs. Martech Tools

Benjamin Shapiro [01:42]: "Do Agile processes deliver better ROI than integrating new martech tools?"

Greg Kilstrom responds thoughtfully, emphasizing the transient nature of tools compared to the enduring value of processes:

Greg Kilstrom [01:49]: "Tools come and go, but processes and ways of working are hopefully here to stay."

Benjamin probes further, illustrating the interdependence of processes and tools:

Benjamin Shapiro [01:54]: "It's a little chicken or the egg, right? If you have great process, you can kind of get around having bad tools. But if you don't have the right tooling, probably doesn't you have."

This exchange highlights the foundational role that processes play in maximizing the effectiveness of any Martech stack.

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Foundational Elements for Successful Agile Marketing

Transitioning from the general comparison, Benjamin delves into the specifics of what constitutes a successful agile marketing environment:

Benjamin Shapiro [01:54]: "There are some basic table stakes that you need. When you think about the Martech stack and you're thinking about what is necessary basically to have successful agile principles, are there any common threads you think are necessary?"

Greg underscores the importance of measurement and consensus on success metrics:

Greg Kilstrom [02:17]: "I think you need good measurement and you need agreement on those measures of success."

Benjamin expands on this by linking it to data integrity and workflow efficiency:

Benjamin Shapiro [02:23]: "Yeah, I think starting with fundamentally having good data, a single source of truth, something that's unified, being able to go through some sort of operational flow and deliver and then getting the measurement. And to me that sounds very much like the entire Agile process where you're going end to end and building this workflow and then measurement and then evaluation and then change."

This segment emphasizes that a unified data system and streamlined workflows are critical for implementing agile methodologies effectively within marketing technology frameworks.

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The Cyclical Nature of Agile and Martech Integration

Benjamin further elaborates on the symbiotic relationship between processes and tools:

Benjamin Shapiro [02:23]: "...there's a cyclical nature to the connection between having the right process and using the right tools to drive business results."

Greg concurs, reinforcing the idea that sustainable processes can adapt to evolving tools:

Greg Kilstrom [02:51]: "Yeah, absolutely."

This cyclical relationship suggests that while tools may evolve, robust processes provide the flexibility and resilience needed to leverage new technologies effectively, thereby ensuring continued ROI.

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Key Takeaways

1. Prioritize Processes Over Tools: Agile processes offer a sustainable framework that can adapt to changing technologies, whereas tools themselves are transient and may become obsolete.

2. Integrated Approach Matters: Successful agile marketing requires both strong processes and the right tools. One compensates for the shortcomings of the other, but their integration magnifies overall effectiveness.

3. Data Integrity is Crucial: A single source of truth and unified data systems are essential for accurate measurement, evaluation, and continuous improvement within agile frameworks.

4. Measurement and Alignment: Agreeing on measures of success ensures that both processes and tools are aligned with business objectives, facilitating better decision-making and ROI.

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Conclusion

The episode effectively navigates the complex interplay between agile processes and Martech tools, advocating for a balanced approach that prioritizes enduring processes while leveraging the right technological tools. Greg Kilstrom’s insights provide actionable strategies for marketing leaders aiming to enhance their Martech stacks through agile methodologies. By focusing on data integrity, measurement, and process optimization, businesses can achieve sustained growth and better ROI.

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Notable Quotes:

• Greg Kilstrom [01:49]: "Tools come and go, but processes and ways of working are hopefully here to stay."

• Greg Kilstrom [02:17]: "I think you need good measurement and you need agreement on those measures of success."

• Benjamin Shapiro [02:23]: "...there's a cyclical nature to the connection between having the right process and using the right tools to drive business results."

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For more insights and detailed strategies on integrating agile processes with Martech tools, tune into this episode of the MarTech Podcast™.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

From advertising to software as a service to data, across all.

[Greg Kilstrom]

Of our programs and clients, we've seen a 55 to 65% open rate.

[Benjamin Shapiro]

Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours.

[Greg Kilstrom]

If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

I'm Benjamin Shapiro and joining me today is Greg Kilstrom, the principal of the Agile Brand and the host of the Agile Brand podcast which helps marketing leaders implement agile approaches to marketing technology. And today Greg is going to explain how you can apply Agile principles to get more value from from your martech stack. All right, Greg, I wanna move on to our lightning round where we're gonna ask a series of martech and agility related questions. Are you ready?

[Greg Kilstrom]

Yeah, I'm ready.

[Benjamin Shapiro]

All right, here we go. Do Agile processes deliver better ROI than integrating new martech tools?

[Greg Kilstrom]

Tools come and go, but processes and ways of working are hopefully here to stay.

[Benjamin Shapiro]

It's a little chicken or the egg, right? If you have great process, you can kind of get around having bad tools. But if you don't have the right tooling, probably doesn't you have. There are some basic table stakes that you need. When you think about the Martech stack and you're thinking about what is necessary basically to have successful agile principles, are there any common threads you think are necessary?

[Greg Kilstrom]

I think you need good measurement and you need agreement on those measures of success.

[Benjamin Shapiro]

Yeah, I think starting with fundamentally having good data, a single source of truth, something that's unified, being able to go through some sort of operational flow and deliver and then getting the measurement. And to me that sounds very much like the entire Agile process where you're going end to end and building this workflow and then measurement and then evaluation and then change. There's a cyclical nature to the connection between having the right process and using the right tools to drive business results.

[Greg Kilstrom]

Yeah, absolutely.

[Benjamin Shapiro]

All right, and that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Greg Kelstrom, the principal at the Agile Brand and the host of the Agile Brand Podcast. If you'd like to get in touch with Greg, you could find a link to his LinkedIn profile in our show notes. Or you could visit martechpod.com of course, you could visit his company's website, which is theagile brand.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app and we'll be back in your feed or on YouTube next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy. Foreign.

Thanks for listening to the Martech Podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.